PARIS — L’Oréal Paris has just appointed a newfangled brand ambassador: Kristina Bazan, who comes from the blogosphere.
The 21-year-old’s style blog Kayture boasts more than 2 million views monthly and has 2 million followers on Instagram.
This story first appeared in the October 6, 2015 issue of WWD. Subscribe Today.
“She is a bridge between classical advertising and the consumer,” Yann Joffredo, vice president of global cosmetics at L’Oréal Paris, told WWD.
“Kristina is totally in line with all the values of the brand,” he continued, describing her as a “woman of worth,” entrepreneurial, a makeup junkie, glamorous, connected and authentic.
“She shows us that any woman can create bold and sophisticated makeup looks, and feel good about herself,” added Cyril Chapuy, L’Oréal Paris brand global president. “She designs her own beauty and has this incredible ability to openly share and inspire women all around the world. That’s the type of message L’Oréal Paris always stands for.”
Bazan was raised in Switzerland and the U.S. During high school, she began documenting her daily outfits on Lookbook. Soon thereafter, she launched Kayture, which covers beauty, fashion, lifestyle and travel.
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“My wish is to use this new voice, this new amazing role as a spokesperson to spread a positive message about beauty and make all women around the world feel and know that they are all worth it,” Bazan stated.
She is charged with co-creating exclusive content with L’Oréal Paris, covering the brand’s color-cosmetics events and participating in the new digital era of makeup.
Digital is core to L’Oréal Paris’ strategy, said Joffredo, explaining it brings numerous dimensions, including more value to product innovation and to consumers through beauty services.
L’Oréal Paris has a strong social media presence. Its global Facebook accounts have 25 million fans, and early this year it created an Instagram account, @lorealparisofficial, meant in part to identify new makeup talents and communicate with them. Meanwhile, L’Oréal Paris on Instagram has 1.5 million subscribers.
“For us, it’s a major step in our communications strategy,” said Joffredo of Bazan’s appointment. “It’s a new era.”
L’Oréal Paris’ other spokeswomen include Julianne Moore, Naomi Watts, Blake Lively, Karlie Kloss and Barbara Plavin.